The digital channels overseen by Bennett are some of the most successful parts of the ITV business. ITV2 and ITV3 are the UK's two most popular multichannel networks.

Bennett will inherit a channel that had an £88m budget in the year to the end of March. But BBC3's budget is likely to be cut next year as the BBC embarks on a new round of belt tightening in the wake of October's licence fee settlement. With the licence fee frozen for six years, the BBC is facing a 16% cut in funding in real terms.

Jana Bennett, the outgoing BBC Vision director, described the new BBC3 controller as "one of the most energetic and creative leaders working in television today".

"He brings with him a real connection with the audience, a deep understanding of the digital landscape and first hand experience of running channels," she said. "His experience in developing original scripted drama and comedy along with his fantastic relationship with presenters and performers makes Zai perfect for this role."

Bennett said: "BBC3 is on fire at the moment and I hope to be able to continue to support everyone's great work on quality programmes."

He ran ITV2 for several years before being promoted to his current role in April last year, adding responsibility for ITV3 and ITV4, along with acquisitions.

During his tenure at ITV, Bennett has increased audiences and awareness of channels such as ITV2 through celebrities such as Katie Price, who has now moved to BSkyB-owned Living, and spin-offs from hit ITV1 shows such as Britain's Got Talent and The X Factor.

The ITV digital channels' occasional forays into UK-originated first run drama have included ITV2's Secret Diary of a Call Girl and ITV3's Ladies of Letters. ITV2 comedy has included Katy Brand's Big Ass Show and Celebrity Juice.

Recently real-life soap The Only Way Is Essex proved a digital hit and ITV2 also signed Kerry Katona to an exclusive deal.

Bennett started his TV career in the post room at Carlton Television in 1995, occasionally delivering David Cameron's post to him when the prime minister worked as the ITV broadcaster's communications director.

Bennett was presentation scheduler for the launch of Channel 5 in 1997, before joining ITV the following year.

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